This document provides marketing advice and perspectives from Robert Stephens and Kevin McMillan. It emphasizes that advertising is unnecessary for remarkable companies and recommends improving products/services, educating audiences, empowering advocates, and finding niche audiences instead of typical advertising. The document stresses that marketing should be an attitude, not just actions, and should come before advertising. It concludes by recommending books and workshops to further learning about unique marketing approaches.

1. MARKETING
“Advertising is the tax you
pay for being unremarkable.”
Robert Stephens
(Founder of The Geek Squad)
From Avoid Average and Kevin McMillan

3. Promotion has many
problems.
> The natural reaction and belief about advertising (ads)
> Logo overload (the interruption strategy)
> Can you afford to compete with the traditional methods?
What is your marketing plan and perspective?
________________________________________________
________________________________________________
________________________________________________
NOTES
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
3

5. Before buying ads
for the masses...
> IMPROVE your service, product, and/or experience
> EDUCATE your audience (consistent, timely, tell your story)
> EQUIP your “sneezers” for viral marketing (evangelists, news
sources, social media)
> GO to where your audience is (find the “right” people, unique
arenas, look for the niches)
What can you do besides typical advertising?
________________________________________________
________________________________________________
________________________________________________
NOTES
________________________________________________
________________________________________________
________________________________________________
________________________________________________
5

7. New tricks for an
old dog.
> Always start with asking what the purpose is
> Better design and ideas ( Who is Joanne Puleo? )
> Honesty and humor
How can you market yourself in a unique way?
________________________________________________
________________________________________________
________________________________________________
NOTES
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
7

9. The main thing
about marketing:
> It’s an attitude NOT an action (everything is marketing)
> Marketing first. Advertising last.
> Great things market themselves
What would change if you were thinking
about marketing each day?
________________________________________________
________________________________________________
________________________________________________
NOTES
________________________________________________
________________________________________________
________________________________________________
________________________________________________
________________________________________________
9

11. Where do we go
from here?
ALL MARKETERS ARE LIARS by Seth Godin
The power of telling authentic stories in a low-trust world.
Purchase/order it through THE BOOKSHELF and get 10% OFF.
RULES FOR REVOLUTIONARIES by Guy Kawasaki
The capitalist manifesto for creating and marketing new products and
services. Purchase/order it through THE BOOKSHELF and get 10% OFF.
STATUS REPORT by Kevin McMillan
The STATUS REPORT enables companies to explore their strengths and
weaknesses. The actual evaluation and report is a 100 point check-list
that covers 10 major areas of your company, service, and/or product in
areas such as brand, marketing, communication, and more.
ONE-ON-ONE with Kevin McMillan
Move from the theories and principles to the specifics with a private,
2-hour “one-on-one” session with Kevin McMillan. This consulting/
coaching time can cover any of your needs, questions, or ideas
concerning marketing, communication, service, design, and more.
WORKSHOPS
with Kevin McMillan COMING SOON
Learn the “How To’s” behind marketing, communication,
design, customer service, social media, and more.
11

12. These monthly meetings are to encourage and equip leaders and
entrepreneurs who want to be EXTRAORDINARY. They combine an
interactive lecture with group discussion and cover a range of topics
including customer service, marketing, communication, and design.
Class size is limited in order to reach optimal discussion and feedback.
Go to www.AvoidAverage.com for more information or to register
online. Copyright © 2009 Avoid Average and Kevin McMillan.